In the nineties and noughties, the web was talked about as more measurable than any other medium.

The idea was that attribution of sales would be completely sewn up before long. Last click analysis was duly mastered and dashboarded. However, there remain difficulties in identifying customers and tracking them as web usage has splintered across devices.

There are plenty of other issues, technical and cultural. Let’s take a look at the challenges in data analysis for marketers.

Companies are well aware of the need for digital transformation in a world where their customers are 'always online'.

Consumers are using computers, mobile devices and social platforms as integral parts of their day-to-day lives.

While technological advancements are empowering consumers, they are also creating new opportunities for businesses that can acquire and process the data from these activities and use the insights to drive decision making and action.

But according to the Econsultancy and Adobe 2014 Digital Trends report, only 23% of marketers believe they have the marketing technology they need to be successful.

This highlights the need for organisations to replace their legacy systems with technology that positions them to capitalise on current and future opportunities.